H.E.A.T. content - Hype, Extremes, Addictive Hooks, and Tension - is what you get when algorithms optimize for engagement at all costs. It's not made for people; it's made for machines. Creators are pressured to crank up the drama, chase controversy, and feed the doomscroll just to survive. It's not their fault - the system rewards what's most clickable, not what's most meaningful or uplifting.

C.H.I.L.L. content stands for Creative, Honest, Inspiring, Light, and Lasting. It's the kind of content that makes you feel better, not worse. It doesn't shout to be seen, it resonates. At UP, we're tired of everything feeling so heavy all the time. In a world flooded with outrage and overload, CHILL creators offer something rare: clarity, connection, and calm. We're building a platform that celebrates this kind of content because feeling good shouldn't come at the cost of your mental health. ‍You matter. What you consume matters. And what you create can make the world lighter.

UP is designed by parents and mental health professionals who care about the safety and well-being of all people. UP accounts can begin at age 10, but will require parental/guardian linking until age 13 which is the legal age of consent for terms of use in most developed countries. We provide a space where adults and youth alike can enjoy positive content without worry. No DMs. People can share videos with friends through text/whatsapp, etc.